Course Brief

Consumption is so prevalent that we are often unaware of its importance in shaping our lives. This course adopts a psychological approach to consumer behaviour and, with examples of marketing in practice, explores the complementary experience of the individual consumer and individual marketer.


  • 45-60 Contact Hours
Topics covered
  • People as consumers.
  • Consumer society
  • Market segmentation.
  • New products and innovations.
  • Perception.
  • Personality and the self.
  • Learning, memory and thinking.
  • Motivation.
  • Family influences.
  • Social and developmental influences.
  • The influence of small groups.
  • The influence of social class.
  • Cultural influences
  • Attitudes
  • Communication and persuasion.
  • Approaching a decision.
  • The decision and its consequences.
  • Models of consumer behaviour.
  • The future consumer.